Module 1
Founder Sales Playbook — the starting line.
Win your first deals with a clear story and a lightweight process (Identify → Outreach → Discovery → Demo → Proposal → Close). Leave with a starter cadence and your first 10 accounts mapped.
Mechanics of the Sales Engine™
Most sales training teaches salespeople to sell better. This programme teaches companies to build the machine that sells.
Companies don't fail because of their product. They fail because sales breaks down — at predictable points.
The founder sells alone and hits a ceiling. The first hire goes wrong. The team looks busy but revenue stalls. Existing customers are serviced, not grown. Export becomes expensive experimentation. Each stage gets treated as a surprise. None of them are.
Every growing company passes through the same five stages — and each stage has its own mechanics. Learn the mechanics, and growth stops being guesswork.
The five modules
Module 2
Igniting the Sales Engine — from solo to team.
Build the first real sales system: split hunting from account care, set a weekly rhythm, and decide when and who to hire first — without drowning that hire in chaos.
Module 3
Sales Engine Performance Tuning — unlock hidden capacity.
Separate structure problems from people problems, reset roles, clean up incentives, and add capacity without simply adding headcount.
Module 4
From Service to Strategy — grow your accounts.
Move account management from answering the phone to deliberate growth: renewals, upsell, cross-sell, multi-threaded relationships, and the leadership rhythm to run it.
Module 5
Beyond Home Turf — first steps abroad.
Choose the right markets and go-to-market channel (direct, distributor, partner, agent), build lightweight local support, and handle the logistics that protect your reputation.
Take the journey, or pick the stage you're at — every module stands alone.
How it's delivered
Hands-on and interactive — no lectures. Participants work on their own company in every exercise. Each module ships with a practical toolkit: worksheets, templates, checklists, and a 30/60/90 action plan. Delivered online or in person, half-day (3.5h) or full-day (7h).
An original framework built by a practitioner who has founded companies and built sales organisations himself — this teaches what I've done, not what I've read.
Who it's for
Incubators & accelerators
Give founders repeatable sales processes, not theory, at exactly the stage they're in.
Founders & SMEs
A structured path from one-person sales to a tuned, growing engine, without expensive trial and error.
Entrepreneurship & export programmes
A ready-made curriculum covering the full sales-growth path, ending in market entry.
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30 + years
in B2B sales
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10 + markets
across Europe & Asia
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90 %+ win rate
on international tenders
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227 % of target
during a recession
Deals closed with IBM, Microsoft, Pfizer, Bayer, Roche, HP and Schneider Electric.